More than ever, it seems, marketing has come under the scrutiny of company CFO's who want to know where that ROI exists. They are completely justified in doing so. In the old days, marketers would often hide behind ambiguous things like 'market exposure', 'awareness campaigns', 'brand education', etc. No more. If marketing doesn't help drive revenue opportunities, the ROI is zero.
Just this week, Ginger Colon, Editor-in-Chief at 1to1 Media for the Peppers & Rogers Group, posed the question about how finance and marketing get along and on the same page for addressing money issues - and the all important bottom line.
We participated. You can see our response by visiting the 1to1 blog.
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